How to evaluate a Google Ads expert when you’re not one yourself
You don't need to become a Google Ads expert yourself. Here's a simple framework to evaluate agencies and freelancers without getting lost in jargon.
Getting the most from your Google Ads agency
How to choose the right Google Ads agency, set them up to succeed, judge their work fairly, and build a relationship that delivers better business results.
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Latest articles
What do you do when your agency says your ads are working but your sales team says they're not?
Before you increase your Google Ads budget, you need to know what your existing spend actually produced for the business.
The Kobayashi Maru Google Ads Client
This client is about to pay a new agency $90,000. Their attribution makes it hard to tell if the agency succeeds.
Spent $35,000 on Google Ads, made no sales
Over the last few months they'd spent about $35,000 on Google Ads. They'd made no sales, but their ad manager kept telling them how well the ads were doing.
How to evaluate a Google Ads expert when you’re not one yourself
You don't need to become a Google Ads expert yourself. Here's a simple framework to evaluate agencies and freelancers without getting lost in jargon.
I have no idea if his recommendations will increase my conversions...
A friend is trying to hire someone to manage her Google Ads. She's worried that they'll cost more than they bring in. Or, worse, they'll kill the flow of leads her business depends on. Here's how to reduce that risk.
Available topics
Agency insights
Thoughts and lessons on client selection, burnout, pricing, and modernising legacy accounts, from someone who's run a Google Ads for years.
Conversion tracking
Understand what happens after someone clicks your advert. Subjects include offline conversions, CRM integration, attribution, auditability and marketing instrumentation.
Essays and thinking
Articles about marketing, engineering, AI and problem solving that don't fit neatly into the other topics. These are some of the ideas and experiences that have shaped how I think.
Getting the most from your Google Ads agency
How to choose the right Google Ads agency, set them up to succeed, judge their work fairly, and build a relationship that delivers better business results.
Google Ads for lead generation
Learn how to use Google Ads to generate profitable leads. Subjects include campaign strategy, bidding, targeting, optimisation and the challenges of running lead generation campaigns.
How to get better quality leads from Google Ads
Understand why some leads become customers while others don't. Subjects include diagnosing poor leads, qualification, filtering junk leads and improving the feedback you send to Google Ads.
Landing pages
Things I've learned about high-converting landing pages. Subjects include copywriting, page structure, forms, trust, conversion rate optimisation and user experience.
Sales Process
What happens after a lead has been generated determines if Google Ads is profitable. Subjects include first contact, follow-up, quoting, lead nurturing and turning more enquiries into customers.
Most Google Ads Problems Aren't Google Ads Problems
If my writing resonates with you, I'd like to give you a copy of my book, Profitable Google Ads. The book was written for business owners, but many PPC professionals have found it valuable too.
Before you download it, what describes you best?
© 2026 Pete Bowen